Gmail: Features, Deliverability Tips & Best Practices

Definition

Gmail is a free email service developed by Google that launched in 2004 and has grown to become the world's most popular email platform with over 1.8 billion users. It offers robust spam filtering, 15 GB of free storage, and seamless integration with Google Workspace tools like Drive, Calendar, and Meet. Gmail is accessible via web browsers, mobile apps, and third-party email clients through IMAP and POP protocols.

Common Use Cases

Personal email communication with family and friends

Business email through Google Workspace accounts

Email marketing list management and subscriber engagement

Cold outreach campaigns for sales and business development

Newsletter distribution to Gmail subscribers

Transactional emails like receipts, confirmations, and notifications

Account verification and password reset emails

Team collaboration through shared inboxes and Google Groups

Why Gmail Matters for Email Marketing

Gmail's dominance means it likely represents a significant portion of any email list. Understanding how Gmail filters and categorizes emails is essential for marketers who want their messages to reach the Primary inbox rather than Promotions or Spam. Gmail's strict sending policies require proper authentication (SPF, DKIM, DMARC), clean email lists, and good sender reputation to achieve high deliverability rates.

How Gmail Works

Gmail operates on Google's cloud infrastructure, storing all emails on remote servers rather than locally on your device. When you send an email, Gmail's SMTP servers route it to the recipient's mail server. Incoming mail passes through multiple spam filters that use machine learning to detect phishing, malware, and unwanted messages. Gmail organizes your inbox using tabs (Primary, Social, Promotions, Updates) and supports powerful search operators to find any email instantly.

Best Practices for Gmail Deliverability

Authenticate your sending domain with SPF, DKIM, and DMARC records

Keep bounce rates below 2% by verifying email addresses before sending

Maintain spam complaint rates under 0.1% to avoid reputation damage

Warm up new sending domains gradually before large campaigns

Use a recognizable sender name and consistent From address

Include a clear unsubscribe link in every marketing email

Avoid spam trigger words and excessive punctuation in subject lines

Monitor deliverability using Google Postmaster Tools

Frequently Asked Questions

Why do my emails go to Gmail's Promotions tab?

Gmail uses machine learning to categorize marketing emails into the Promotions tab. Emails with promotional language, images, and marketing footers are more likely to be filtered. To reach Primary, focus on personalized, text-based content that resembles one-to-one communication.

How can I check my Gmail sender reputation?

Use Google Postmaster Tools to monitor your domain and IP reputation with Gmail. This free tool shows spam rates, authentication success, encryption status, and delivery errors. You need to verify domain ownership to access the data.

What are Gmail's sending limits?

Free Gmail accounts can send up to 500 emails per day, while Google Workspace accounts allow 2,000 emails per day. Exceeding these limits results in temporary blocks. For bulk sending, use a dedicated email service provider with proper authentication.

Does Gmail block emails from unverified domains?

Gmail increasingly enforces authentication requirements. Emails from domains without SPF and DKIM records are more likely to be marked as spam or rejected. In 2024, Google began requiring DMARC for bulk senders delivering over 5,000 emails per day.

Gmail

Every email term you need to master email marketing and email deliverability, explained clearly and simply.